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Service Design +
Public Procurement Innovation
-----------------------------------------------------------------Veronica Bluguermann
What is a service?
Service Design and Public Procurement Innovation
STARBUCKS
AMAZON

Can you increase the interaction of
people in your service?

Inseparability
Customer Participation
Service Design and Public Procurement Innovation
GROUPON
OPEN KITCHEN

What would make people use your
service at different times?

Simultaneity
Service Design and Public Procurement Innovation
YELP
BRAND &
CERTIFICATIONS

What would people like to take with
them as part of your serice?

Intangibility
Service Design and Public Procurement Innovation
DOCTOR
McDonalds

How can people personalise the
service?

Heterogeneity
Service Design and Public Procurement Innovation
How to Design Services?
Services Design
The design of new services is an activity that should be able to link the technoproductive dimension (What is the realm of the possible?) to the social (What are
the explicit areas of demand and what the latent ones?) and cultural dimension
(What behavioural structures should one seek to influence? What values and
qualitative criteria should we base our judgments on?)
-Manzini

Service design is the activity of planning and organizing people, infrastructure,
communication and material components of a service in order to improve its quality
and the interaction between service provider and customers.
-Service Design Network
DESIRABILITY
(people)

FEASIBILITY
(technology)

VIABILITY
(business)

SERVICE INNOVATION
SERVICE DESIGN
IDEO
Designing interactions, relations and
experiences
Designing interactions to shape
systems and organisations
imagining future directions for service
systems
exploring new collaborative service
models

Service Designers visualize, formulate and choreograph solutions that are not yet
available. They watch and interpret needs and behaviours and transform them into
potential future services. In the process, exploring, generating and evaluating
approaches are used similarly and a redesign of existing services is just as much a
challenge as the development of new innovative services. –
Birgit Mager from the Design Dictionary published by Birkhäuser, Basel (2008)

http://www.youtube.com/watch?v=f5oP_RlU91g
Design Process & Design Methods
Fuzzy Front End
Double Diamond – Desgin Council
Integrated design process and peoplecentered research.
Understand the context
Observation + Contextual Inquiry
Empathyze

http://www.designmattersatartcenter.org
Understand the context
Visualize complexity

Stakeholders mapping

http://www.servicedesigntools.org/tools/36
Understand the people
Get inspiration and feedback
Co-design

Cultural Probes
Read: Tuuli Mattelmäki –
Design Probes
https://aaltodoc.aalto.fi/bitstream/handle/1234
56789/11829/isbn9515582121.pdf?sequence=1

http://www.sfu.ca/~nrz/333%20website/index.html#section2
Analyze
Customer Journey
Visualize concepts
Spot problems & opportunities

www.delightability.com
Analyze
Visualize concepts

Service Blueprint

http://mu2naba.wordpress.com/2009/05/22/blueprint-ii/
Engage poeple
Co-design

Workshops - Design Games

http://www.servicedesigntools.org/tools/45
Visualize users

Personas

http://www.questionablemethods.com/2011/11/thumbnail-personas-make-users-real.html
Visualize concepts
Test

Role Playing & Protoype

http://uxmas.com/2012/ux-design-role-playing-and-micromoments
Envisioning
Test

http://www.customfuture.com/eng/archive.html

Prototype
Envisioning
Visualize concepts

Storyboard

http://www.servicedesigntools.org/tools/13
Service Design & Design Methods
IDEO Method Cards
www.servicedesigntoolkit.org
www.servicedesigntools.org

Toolkits

Design with Intent toolkit

Frog Collective Action Toolkit

-Design for Services (Anna Meroni & Daniel Sangiorgu)
-Designing Services with Innovative Methods (Miettinen, Koivisto)
-http://www.servicedesignbooks.org/browse/

Books
My cases
http://verobluguer.wix.com/portfolio#!portfolio
12 reserachers

Martzia Arico

4 University
8 Companies
Public Procurement Innovation
Citymart.com connects decision-makers in cities
around the world with high impact solutions to
urban and social challenges.
Service Design and Public Procurement Innovation
The signals have tactile arrows
which when pressed, speak
the street name and verbalize
different commands for the
pedestrian depending on the
status of the signal. The signals
emit a beeping sound to
inform the person where an
APS is located.
e-Adept is a cooperative project within
the areas of personal navigation, travel
planning and safety.
The service facilities are offered via a
mobile telephone. Positioning equipment
is connected to the hand unit. The
positioning unit is based on GPS and
inertia navigation equipment. The
combination of these technologies allows
for navigation in both urban areas and
indoors.
Service Design and Public Procurement Innovation
Citymart.com service: Call for solutions

38 cities
75 challenges
+1000 solutions
Challenge areas: health, transport,
tourism, sustainability and energy
efficiency, citizen participation, social
innovation and other public services.
My reserach project (today’s title ;):

Designing for citizen engagement to frame
complex problems in cities
veronica@desmanetwork.eu

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